MARISSA LOVELAND
CD / copy

Power of & Campaign

campaign work, video, social

Good business requires tough decisions, but that doesn't necessarily mean sacrificing one thing for another. Leveraging our Masters campaign concept, we used the dualities construct in tandem with real-world stories to show how AT&T gives multiple industries the agility to embrace contradictions.

AT&T's CEO loved "The Power of &" so much, it became the company mantra. The campaign consistently performed above AT&T benchmarks and was largely responsible for BBDO's win of the account in its entirety⏤one of the largest account wins in advertising history.